Beyond Meat - Equator Design
Beyond Meat

FEEDING THE FUTURE WITH A FRESH NEW LOOK

    Client
  • Beyond Meat
    Teams
  • Photography
  • Design
  • Retouch
    Office
  • Nottingham
    Manchester
    Sector
  • Food & Drink

Plant-based powerhouse Beyond Meat asked Equator to redesign its packaging for the EMEA market. We sought to create a unique and memorable presence on shelf, capturing both the brand’s innovative spirit and the attention of health-conscious consumers.

Beyond Meat

Following comprehensive category analysis, we developed designs that positioned Beyond Meat as a leader in the plant-based space. Slightly off-centre messaging in handwritten and sticker-style formats emphasises its playful personality, while vibrant hero photography shows each product served and ready to eat, with a realistic shadow adding depth. Two-tone green backgrounds create visual cohesion across the range while contrasting, bold colours highlight different flavour variants.

Beyond Meat

Independent DesignAlytics testing in the UK and Germany (January 2025) placed the new Beyond Meat packaging in the top 5% of redesigns, with strong scores for impact, appetite appeal, and clear labelling. The refreshed packs use fewer packaging materials, and the new trays contain 35% recycled content; improving recyclability while delivering a modern look that strengthens shelf presence and consumer engagement.

“Equator’s insight into the European market informed designs that stayed true to our brand while delivering strong shelf impact. Their integrated, all services under one roof approach - spanning strategy, research, design and photography - made the entire process seamless, with one consistent project team guiding us throughout.” 

- Bente van Dam-Vernooij - Packaging Design & Development Manager for Beyond Meat EMEA

Beyond Meat